Cîroc, Diageo’s acclaimed super-premium vodka brand, is enhancing its footprint in the ready-to-drink (RTD) category with the introduction of the all-new Cîroc Red Berry Sparkling Vodka Drink (5% ABV). This release follows the successful debut of Cîroc Summer Citrus (5% ABV) and Cîroc Tropical Passion (5% ABV) earlier this year.
This exciting new offering presents Cîroc’s top-performing flavored vodka from the brand’s 70cl range (Nielsen IQ-Latest 52 Weeks w/e 10/8/24) to consumers seeking ultra-premium flavors in a convenient RTD format. With striking 250ml cans now available for purchase through various convenience and wholesale channels, Cîroc Red Berry Sparkling Vodka Drink blends the crispness of a vodka premix with the delightful flavors of ripe strawberries and luscious raspberries. It stands out as the perfect on-the-go beverage for elevating celebrations of every scale.
The launch of Cîroc Red Berry is a timely addition, following the achievements of Cîroc Summer Citrus and Cîroc Tropical Passion, which have contributed to a noteworthy 1% growth within the total RTD segment, delivering over £1.2m in retail sales value to the category.
Diageo indicates that this new variant allows retailers to leverage the increasing popularity of RTDs, recognized as the fastest-growing segment in the overall alcohol category (Nielsen, Total Coverage, 06.01.2024 – latest 24-week data). The RTD category is growing at +5.5% in the last 24 weeks, making it imperative for retailers to stock premium options that capitalize on the trend towards premiumization and consumer demand for affordable luxuries.
Michael Sotnick, Cîroc brand experience manager at Diageo GB, stated: “Cîroc is renowned for its high-quality flavor innovations and dedication to developing new formats that excite consumers and adapt to growing trends. With this in mind, it was a natural progression to introduce an RTD version of a popular variant.”
“With flavored vodka worth £28.5m in impulse convenience and the RTD category growing by 7.5% in the convenience channel, there is a significant opportunity for Cîroc to broaden its offering. This allows us to introduce both new and existing consumers to our ultra-premium flavors in accessible, easy-to-drink formats. This enriches a variety of consumption occasions, from picnics in the park to celebrations with friends and family at home.”
“We’re therefore delighted to be launching the new Cîroc Red Berry Sparkling Vodka Drink, providing our customers across wholesale and convenience channels with the opportunity to engage shoppers with innovative RTD options and premium flavors they know and love.”
